Bosnian Immigrants Acculturation To Consumer Culture Experienced in İzmir

Abstract

Consumer acculturation refers to socialization process in which an immigrant learns the consumption related behaviors and values of the host culture and integrate them with their original culture. The present study aims to contribute to the literature by studying consumer acculturation of Bosnian immigrants who had to migrate because of negative political and religious environment, in addition to socio-economical problems, in their home country. The study was conducted in Izmir/Turkey. Findings reveal that Bosnian immigrants have integrative attitudes toward Turkish culture while maintaining their original culture. They try to shield their community from consumer culture experienced in Izmir, as well. Findings also show that socio-historical factors are acculturative agents.